Storytelling, Talking About Financial Management -- Improving the Sales Performance of Financial Products

Author: (USA) Sellar, (USA) West, (USA) Anthony, translated by Mou Nami, Deng Xiaomin, Wang Zhigang
Publisher:
Publish Date: 2005-08-01
Features:
Over 200 selected financial business stories: Have your clients ever been bored by lengthy and tedious introductions to financial product portfolios? Have you ever struggled to explain the impact of inflation to your clients? Have you ever associated an excellent financial advisor with skydiving, flying planes, or roses? Have you used examples like meal outsourcing, military planning, or racing to persuade your clients to engage in financial planning? Two remarkable takeaways:
1. Teach financial advisors how to design stories for themselves and their company's business.
2. Teach financial advisors how to build a bridge to connect what clients are familiar with (hobbies, certain aspects of their lives) and what they are unfamiliar with (certain investment products, services, or concepts).
A unique feature: This book uses the financial industry as an example; with minor modifications, it can be applied to other industries. This book collects over 200 financial stories, all carefully selected from thousands of Wall Street financial consultants and financial professionals skilled in storytelling to win clients. The content includes:
The value of excellent advisors
The need for financial planning
Risk management
Stock market investments
Diversified investment strategies
Asset allocation and diversification
Protecting investments/Taxes
If readers can fully tap into the potential of this book and match the story content with their clients' hobbies and interests, they will quickly build better and more valuable relationships with their clients.